Americans are swapping steak dinners for egg breakfasts
Younger generations are increasingly choosing breakfast as their primary dining-out option due to its affordability and social appeal. This shift reflects a broader economic trend where consumers prioritize budget-friendly experiences that align with health-conscious lifestyles.
Why it matters
The rise of the breakfast economy highlights changing consumer spending habits in a high-inflation environment, impacting the restaurant industry's growth strategies.
Younger diners, and workers eagers to socialize, are helping power a breakfast boom. georgeclerk/Getty Images Breakfast is getting a new life in a cash-strapped, health-obsessed America. Gen Z and millennials are drawn to breakfast spots for affordability and socializing. Innovative drinks are attracting younger, affluent customers to breakfast venues. It's breakfast time in America, where the utilitarian morning meal has taken on a new life. "To me it's simple, unpretentious. It doesn't have the same sort of baggage as dinner," said Phil Vanner, a Gen X breakfast lover and former diner owner. In an America increasingly obsessed with health, budgeting, and accessible third spaces , breakfast is on the rise, especially for the young and affluent. Research firm IBISWorld found that revenue at breakfast restaurants and diners has grown from $13.8 billion in 2019 to around $15.6 billion in 2025.
Get smarter about the news
Sign up free for a feed built around what you actually care about, Dive Deeper research on any story, and the full text of every article.
Create free accountAlready have an account? Sign in